Princess Polly advocates for unified marketing – Glossy
The retail landscape is changing. Buyers are more demanding, products are more specialized, and in order for customers to stay in the long term, brands must differentiate themselves from their competitors. To keep pace, trends are changing at lightning speed, prompting apparel leaders to launch new collections every few weeks – or strive to do so.
The result is that buyers are now bombarded with choices. An imaginative and diverse market is one thing, but when too many options equate to oversaturation within a category or style, fashion companies must find new ways to compete.
Princess polly knows this challenge well. The fashion retailer’s response to a rapidly evolving digital ecosystem where consumer markets have become increasingly specialized is a case study on the power of understanding – and unifying – the customer journey.
How Princess Polly Rode a Social Media Wave
Adored by Gen Z consumers for her influencer-ready aesthetic, Princess Polly’s rise to fame can largely be attributed to the retailer who leans on social media.
Much like its cult following of young customers, the Australian-born brand has grown alongside the rise of social media. Founded in 2010, Princess Polly and Instagram went live that same year and Twitter had just reached the peak of its initial growth period. Like her competitors at the time – Nasty Gal and ASOS, for example – Princess Polly noticed that social media could dramatically improve her visibility, and that efficiency was at the heart of the approach.
However, as she rode the wave of a social boom, Princess Polly soon found herself inundated with her many channels of communication. While the brand deployed multiple consumer-focused marketing strategies to reach its customers, it used a separate solution provider for each channel, resulting in a disparate strategy and siled data for its team, and disconnected experiences for its customers.
What Princess Polly needed was an approach that allowed her to create customer experiences that were not only cohesive and consistent with the brand, but engaging and exciting enough to engage her buyers and turn them into loyal brand advocates. To undertake this endeavor, Princess Polly enlisted the help of Yotpo, an integrated e-commerce marketing platform that helps businesses create connected marketing strategies. By partnering with Yotpo, Princess Polly was able to align their marketing efforts from a single platform, an initiative that generated a wealth of integrated consumer data that the brand was able to leverage in its mission to create an experience. more transparent customer. Not only did Princess Polly gain a deep understanding of her customers, but her new mine of data allowed the brand to activate the right point of contact at the right time.
To reach her ultra-connected customers, Princess Polly went straight to the source
With 96% of Gen Z consumers already own a smartphone, Princess Polly has decided to take advantage of the tools already available to its customers through simple but effective SMS delivery. As SMS helps the brand connect with its literal customers, it also provides Princess Polly with data that allows the brand to connect on a more personal level. By understanding who the customer is and what their preferences are, Princess Polly can generate highly personalized text messages, such as links to exclusive offers and flash sales, as well as previews of relevant merchandise drops.
The result? SMS quickly became one of Princess Polly’s top performing channels with campaigns showing up to 73x ROI and welcome feeds showing an 84% CVR. And not only did Princess Polly manage to win over fans old and new, their engagement and enthusiasm drove sales.
“SMS has been able to support all of our marketing campaigns, âsaid Kim Zorn, Performance Manager at Princess Polly. “The performance we’re seeing on SMS exclusive sales is incredible – ROI is one of the highest among our channels.
Further unifying her approach, Princess Polly turned to UGC and journals
Raised in an age of endless information, Gen Z and Millennial consumers are increasingly looking to their peers to help them filter through the noise.
With that in mind, Princess Polly leveraged the Yotpo platform to integrate reviews and user-generated visual content (UGC) into her e-commerce site. These features help take the guesswork out of the shopping experience while also imprinting an extra layer of trust in the minds of its customers.
And thanks to her SMS capability, Princess Polly was able to directly request opinions and visual UGCs via SMS once the customer received their order.
âReviews help our customers find the right products and increase their buying confidence,â Zorn said. âPlus, with the visual UGC that we collect in review requests and via Instagram, we can showcase galleries of real people wearing our products and looking great. It’s so impactful for our buyers.
Additionally, the reviews not only helped inform customers ‘purchasing decisions, but they also provided Princess Polly with insight into her customers’ experiences with her products.
âWe’ve had feedback from several customers about their love for a certain dress, but wished it was slightly longer,â Zorn said. âWe took this information back to our product department and added two inches to the dress. We would never have known this business-changing news without Yotpo’s critics. “
For Princess Polly, personalization and trust drive brand loyalty
As part of its mission to engage customers beyond the shopping experience, Princess Polly has launched a new loyalty program that encourages engagement with all of its marketing channels by rewarding shoppers with points for have left reviews and signed up for text messages.
Structured in VIP levels, the Princess Polly loyalty program offers benefits beyond discounts. The brand’s VIP members are rewarded with experiences, such as accessing its private Facebook Insider Group and even opportunities to appear on its social channels – a move Princess Polly knew would resonate deeply with his audience of fans ready to photograph.
And it resonated: according to Zorn, VIP attendance is now on average 74% of the four Princess Polly loyalty levels and 95% of members became Redeemers in the most elite level, Backstage Pass.
âThis is a dream come true for our customers,â said Zorn. âThey are really excited about the exclusivity and we are able to communicate better with them knowing what they want. “
By uniting the customer journey in this way, Princess Polly has not only prepared herself for the future of retail, but she is paving the way for that future that others are bound to follow.